New Insights on ‘Liking’ and Product Choice

What is it about an energy bar that motivates consumers to purchase and/or use one brand over another? Is it the hedonic pleasure (the “liking”) of the taste and texture—or something else? We conducted sensory research to address this question and in the process uncovered some unexpected insights. Key finding: A consumer’s liking does not necessarily translate into choosing that product. As a matter of fact, consumers may choose products with attributes they like less.

Th…